There is much still to be won and lost in the battle for our online autonomy in the future. As the next generation of web technology improves the integration of all our digital activities, allowing machines to organize even more of our lives, others will continue to learn more about us than we even know ourselves. In this context, focusing on our power over this process as consumers is a mistake: the power being exercised over us is precisely based on our being socialized as consumers. This prepares us to accept a city where every park is paved over to build freeways and every sports field and roller-­skating rink is demolished to build a shopping mall. Such a city would not be a functional, let alone enjoyable, place to live. But it would be a place where data traders and retailers made a lot of money.